Mosimann’s has been part of London’s hospitality landscape for almost four decades. Founded by Anton Mosimann in 1988 and housed in a beautiful former church in Belgravia, it has built a reputation for exceptional food and absolute discretion.

We were brought in to look at the future of membership at Mosimann’s; understanding what people value about the club today, and how its membership proposition could evolve for the years ahead.

The starting point was to understand what already makes Mosimann’s special. We spent time looking at the existing membership, the experience of the club and the qualities that have kept people returning over many years.

What became clear was that the value of membership went far beyond access. Mosimann’s has a warmth and familiarity that comes from being known. It has the ability to make an ordinary dinner feel like an occasion, without ever feeling overly formal.

From this, we defined strategic principles to guide the future membership experience. These principles became the foundation for a new membership strategy. We looked at the structure of membership, different member audiences, pricing and joining fees, and tiers, to re-establish the club in the most appropriate manner.

The intention was not to change Mosimann’s into something different. It was to understand what has made it so enduring, articulate those qualities more clearly and create a membership model that could carry them forward.

In collaboration with: Kate Levenstein